A video ad from Hungry Jack’s new ‘Keeping it Real’ campaign pays homage to classic action films.

Produced by Clemenger BBDO, the ‘Keeping it Real’ campaign video features a man running away from a cafe dining experience, trendy barber shop, yoga studio and kale truck to reach a Hungry Jack’s restaurant.

“We’re not about pretension,” says Scott Baird, Hungry Jack’s CMO, “particularly when it comes to the food we serve.”

The video is part of a new “ideology” for the brand, Baird says. In late August, the fast food chain will roll out new staff uniforms and store decals, menu boards and signage that reflect the ‘Keeping it Real’ look and feel.

In the last year, Hungry Jack’s has increased its commitment to improving the quality of its food, with Baird saying it now uses 100% Australian beef with no added hormones, cage free eggs, no added colours or flavours in its desserts and 100% chicken breast meat in its nuggets.

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Further reading

• KFC brings the bird to Birdsville in integrated campaign »
• ‘We prep. You cook.’ New fantasy storytelling campaign from Birds Eye »

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